Skip to main content

Activating 20th Century Cause Marketing via 21st Century Social Media

One of the first business categories to really adopt cause marketing was consumer packaged goods. Those early CPG promotions frequently went something like this: The sponsor would run an ad in a free-standing insert or FSI, which are those booklets of coupons that drop in local newspapers once a week or so. The donation was based on the number of coupons consumers redeemed. So the pitch was, 'get cents off your purchase while some more cents go to a cause.' Naturally, the FSIs served as the principal form of activation for the promotion

Now Naked Juice, a consumer packaged goods company with a long history of cause marketing, is activating their current effort via social media. At left is their Twitter page. About every fifth tweet is one that features the #gooddeeds hashtag.

They switch up the wording, but all the tweets with the #gooddeeds hashtag mention that you can get a coupon at nakedjuice.com/gooddeeds. Point your browser there and up pops a $1-off printable coupon. There’s also a cute little slide show actuated by a slide bar that explains the cause marketing promotion in less than 10 slides. Too bad you can't just show the coupon on your mobile to the store cashier.

There is a pound of produce in every bottle of Naked Juice, we’re informed. So for every coupon printed, Naked Juice will donate a pound of fresh produce to an underserved community, up to 100,000 pounds. Sound familiar?

And, we learn, Naked has…um… seeded the effort with a donation of 50,000 pounds of produce to underserved communities. That’s smart. It shows that the cause is going to do fine no matter what.

The promotion gives off a wonderful sort of  “back to the future” vibe. And that vibe was made all the more palpable when I realized that the company that is administering the Naked Juice coupon is none other than SmartSource, one of the two main players in the FSI business!

Comments

Popular posts from this blog

Three Ways to Be Charitable

I’ve spent a big chunk of my career working with or for charities. Many of my dearest and ablest friends are in the charity ‘space.’ And the creativity and problem-solving coming out of the nonprofit sector has never been greater.  Although I’ve had numerous nonprofit clients over the last decade or so, I haven’t worked in a charity for about 12 years now, which gives me a certain distance. Distance lends perspective and consequently, I get a lot of people asking me which charities I recommend for donations of money or time. My usual answer is, “it depends.” “On what?” they respond. “On what you want from your charitable activities,” I reply. It sounds like a weaselly consultant kind of an answer, but bear with me for a moment. The English word charity comes from the Latin word caritas and means “from the heart,” implying a voluntary act. Caritas is the same root word for cherish. The Jews come at charity from a different direction. The Hebrew word that is usually rendered as charity is t…

Top Eight Cause-Related Marketing Campaigns of 2007

Yeah, You Read it Right. It's a Top 8 List.

More cause-related marketing campaigns are unveiled every day across the world than I review in a year at the cause-related marketing blog. And, frankly, I don’t see very many campaigns from outside North America. So I won’t pretend that my annual list of the top cause-related marketing campaigns is exhaustive.

But, like any other self-respecting blogger, I won’t let my superficial purview stop me from drawing my own tortured conclusions!

So… cue the drumroll (and the dismissive snickers)… without further ado, here is my list of the eight best cause-related marketing campaigns of 2007.

My list of the worst cause-related marketing campaigns of 2007 follows on Thursday.


Chilis and St. Jude Children’s Research Hospital
I was delighted by the scope of Chilis’ campaign for St. Jude Children’s Research Hospital. As you walked in you saw the servers adorned in black co-branded shirts. Other elements included message points on the Chilis beverage coas…

Five Steps To Nurture a 30-Year Cause Marketing Relationship

Last Monday, July 22, 2013, March of Dimes released the annual results of its campaign with Kmart... now in its thirtieth year... and thereby begged the question, what does it takes to have a multi-decade cause marketing relationship between a cause and a sponsor?

In the most recent year, Kmart,the discount retailer, donated $7.4 million to the March of Dimes, bringing the 30-year total to nearly $114 million. March of Dimes works to improve the health of mothers and babies.

Too many cause marketing relationships, in my estimation, resemble speed-dating more than long-term marriage. There can be good reasons for short-term cause marketing relationships. But most causes and sponsors benefit more from long-term marriages than short-term hookups, the main benefit being continuity. Cause marketing trades on the trust that people, usually consumers, put in the cause and the sponsor. The longer the relationship lasts the more trust is evidenced.

There's also a sponsor finding cost that…